How Whistles Reemerged as One of the Most Exciting Contemporary Brands in Fashion

2008 was not an easy year for many in the fashion industry -- least of all, perhaps, for Jane Shepherdson. The former Topshop brand director, once described as "the most powerful woman on the high street," had just become chief executive of (and a substantial investor in) a fading British brand called Whistles. Days before the brand was scheduled to unveil its relaunch, Lehman Brothers collapsed. "It was terrible," Shepherdson recalls. It's clear that things are not so terrible for Shepherdson now. To say that it's a busy time at Whistles is an understatement. We asked Shepherdson about how Whistles survived -- and reinvented itself -- during those tough early years, its plans for international expansion and its hopes for a show at New York Fashion Week. You started at Whistles seemingly at the worst possible time -- right before the Lehman collapse. Yes, it was terrible. What was the turning point? It probably wasn't until about mid-2009. The word we use often is "effortlessness." Yes.

CEO Talk | Jane Shepherdson, Chief Executive Officer, Whistles | CEO Talk LONDON, United Kingdom — Perhaps it’s not surprising that, in her spare time, Jane Shepherdson does flying trapeze in Hoxton, smack in the heart of achingly hip East London. Right from her earliest days in the fashion industry, Shepherdson has been known for taking risks and having her finger on the pulse of what’s cool. After getting her start as an assistant buyer at Topshop, back in 1984, Shepherdson spent twenty years working her way up the ladder to become Topshop’s brand director, effectively overseeing the retail, product, finance, HR and property departments of a company that, under her leadership, was transformed into a globally recognised brand, emblematic of the dynamic nature of British high street fashion. But in 2006, one week after Topshop boss Sir Phillip Green announced a now-defunct fashion collaboration with Kate Moss, Shepherdson abruptly resigned. Shepherdson’s next move was closely watched. BoF: Let’s start with the results. JS: The results are good. BoF: Really?

Awards | YCN Student Awards | 2014-15 YCN Student Awards | Briefs | Whistles Design a concept and campaign for the first ever Whistles scent Background Whistles is a leading British contemporary fashion brand that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our collections are modern and laid back with an attention to detail and quality. Since its relaunch in 2008, and under the guidance of inspiring CEO, Jane Shepherdson, Whistles has become a wardrobe staple for fashion editors and industry leaders, characterised by its contemporary and effortless style. In September 2014, Whistles launched its hotly anticipated debut men’s collection. The Whistles Woman: Intelligent, independent, discerning. She wants clothes that cater to all parts of her purposeful life. The Whistles Man: Aware, selective, confident. He values contemporary design with modern utility. Our PR & Marketing Strategy We create bespoke seasonal in-house marketing and press strategies. Our Retail Strategy The Creative Challenge Who is doing it right? Byredo Le Labo

Whistles Report - www.amymundey.blogspot.com Within the second half of my first year at University we were set a brief that continued with theme of the United States and the United Kingdom UK brand opening retail store in US market place You must produce a 3,000 word report on the following topic: Moving one of the following UK retail brands into the American market: 1) size? As part of the launch you must include a collaboration. Your report should include the following sections: PEST analysis, focusing particularly on the social element. SWOT analysis of your chosen brand and one of a close competitor. Consider the cultural differences that may need to be addressed by the brand/retailer to ensure a successful launch. Consumer segmentation: identify your target consumer, including pen portrait and visuals. Ideas for flagship store environment. You should pay particular attention to the visual look of your report. You must also produce one look book and one invite to the launch. They must be produced on Photoshop:

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